9. Измените время глагола сказуемого в следующих предложениях. Смотрите образец:

Pattern: He is writing a composition now.

He has written a composition already.

1. We are making a report now.

2. I am comparing the ad data now.

3. He is observing his plans now.

4. We are translating new text now.

5. They are reading the article now.

10. Поставьте следующие предложения в вопросительную форму:

Pattern: We finished this work.

Did we finish this work?

1. He achieved good knowledge at school.

2. They have demonstrated their results already.

3. My mother made her own conclusion a week ago.

4. They will read the hypothesis later.

5. The students usually get good results at the conference.

6. We are writing a new plan now.

УРОК 4

• Знаете ли Вы, что существует торговая реклама?

• Прочитайте и запомните следующие слова и выражения.

rivals	соперники, конкуренты
to handle	иметь дело
availability	ассортимент
a mail order trading	заказ товаров по почте
off the page	реклама на отдельный лист
store traffic	склад
saturation	насыщение

• Составьте свои предложения, используя данные выше слова и выражения.

• Прочитайте и переведите следующий текст.

Trade advertising

Occasionally, commercial television time may be bought with the aim to tell retailers about new lines and trends of fashion and goods. Sometimes retailers may be mailed to remind them that consumer advertising campaigns are about to appear on TV screens.

When the object of trade advertising has encouraged shopkeepers (whether large chains or one-man businesses) to stock up the product (especially to achieve adequate distribution in advance of a consumer advertising campaign), a special emphasis will be placed on the advantages of advertising. The advantages will be expressed in higher sales and more profits and in the appeal to the retailer's desire to make money. The advertisers in trade advertising must remember that they will have to compete with the 'selling-in' activities of rival manufacturers.

Trade advertising will be found as part of the total advertising campaign for the product and so will be produced by the same advertising agency that handles the consumer advertising. However, as consumer advertising aims to persuade the consumer about the benefits to be gained from buying the product, trade advertising aims to persuade the retailer about the benefits they will result from selling the product. Trade advertising supports distribution of different goods. It prepares the way of distribution in marketing. There is no point in advertising of products and encouraging consumers to buy them if the goods are not in the shops. The demand created by consumer advertising must be satisfied by the availability of goods in the shops. That is what we mean saying 'adequate distribution' of goods. If the advertised goods cannot be bought, customers will buy nothing or even a rival product.

Retail advertising

Here we have a form of advertising which lies between trade and consumer advertising. The most obvious examples of advertising are for department stores and supermarkets, but it can include the advertising conducted by any supplier including a petrol station, restaurant or insurance and broker.

A main form of retailing advertising nowadays is a direct response of marketers or retailers without using shops. This is a modern form of mail-order trading which has moved from traditional club catalogues to sophisticated off-the-page and direct mail campaigns for products and services. With the help of mail-order trading all financial houses and department stores have become leading participants of retail advertising.

The purpose of retail advertising is:

1. To sell establishment, attract customers to the premises and in case of a shop, increase a so called 'store traffic'

2. To sell goods which are exclusive in the shops.

3. To sell some items of goods which are considered to be seasonal. The aim is to prepare presentation or exclusive selection of season dresses or make special offers to fairs. It may be special events such as winter or summer sales.

The shop is a considerable advertising medium and it may be a familiar landmark. Marks &: Spencer rarely advertises, but their shops are so big that they advertise themselves. Using retail chains, the corporate identity scheme they will quickly identify the location of a branch.

Retail advertising is characterized by four main aspects: creating an image of the shop, establishing its location, variety of offered goods, and competitive price offers. Nearly always the object of advertising is to persuade people to visit the shop or use telephone orders. The usage of credit accounts and credit cards is a growing feature of advertising.

1. Найдите в тексте английские эквиваленты для следующих выражений:

играть преимущественную роль, добиваться адекватного распреде­ления товара, продвижения потребительской рекламной компании, боль­шие прибыли, желание заработать деньги, убеждать потребителей в вы­годе, наиболее очевидный пример, проводить рекламу, руководящие уча­стники, привлекать внимание потребителей, товар со своим ярлыком.

2. Переведите следующие словосочетания:

People pass through the shop, to retail without shops, advertising support distribution of goods; a shop is an advertising medium, to sell the stock of the shop, to make a special offer, a regular policy, the object of advertising, the brand, to persuade people, to prepare collections, identify the brand with some shops.

3. Ответьте на следующие вопросы к тексту:

1) What is trade advertising?

2) What is the aim of trade advertising?

3) Can you tell us about the aim of consumer advertising? What is the difference between their aims?

4) What is retail advertising?

5) What is the purpose of it?

6) What are the principals of media for retail advertising?

7) How do you understand a phrase «people pass through a shop»?

4. Закончите следующие предложения, используя лексику урока:

1. Trade advertising supports …

2. The object of trade advertising is … to stock up the product.

3. It is a part of total advertising campaign for the product and it may be … by advertising agency.

4. A major form of retail advertising is…

5. The modern form of mail-order trading…

6. To sell the establishment is the … of retail advertising.

7. A shop may be a well known…

8. It may be a policy of advertising...